Bulgaria’s beauty and personal care market is projected to expand from USD 906.1 million in 2025 to USD 1,206.3 million by 2030, reflecting a compound annual growth rate of 5.89%. Growth is moderating in line with easing inflationary pressures, yet pricing dynamics continue to shape consumer behaviour. Elevated price levels have encouraged a portion of shoppers to pivot toward private labels and competitively positioned domestic brands, reinforcing a polarised market structure. Mid-tier brands face the greatest compression, while both value-oriented and premium segments demonstrate comparatively stronger resilience.
Rising disposable incomes are underpinning expansion in higher-end categories, particularly within skincare and fragrance. Premium products are increasingly perceived as “affordable indulgences” in an uncertain economic climate, allowing selective upgrading even as households remain cost conscious. Social media exerts a pronounced influence on purchasing decisions, accelerating the diffusion of trends and supporting the mainstreaming of “dupe” culture across mass skincare and colour cosmetics. Online narratives frequently translate into offline sales, reflecting an integrated decision journey. Sustainability themes are gaining traction, with larger pack sizes and refill formats expanding across categories to balance price sensitivity with environmental awareness.
Category dynamics reveal haircare as the largest value contributor, supported by widespread hair colouring habits and sustained demand for treatment and maintenance solutions. Premium female fragrances represent the fastest-growing segment, benefiting from new product launches and brand extensions that position scent as an accessible gateway to light luxury. Younger consumers show heightened interest in innovative textures and sensory experiences, favouring multifunctional and convenience-led formats that streamline multi-step facial routines while elevating hair and body care sophistication.
The competitive landscape remains dominated by international brands leveraging multi-tier portfolios and continuous product innovation. New entrants are capitalising on social media visibility and retail footprint expansion to accelerate penetration. Specialist personal care retailers continue to anchor distribution, as consumers often prefer in-store trial and price comparison despite active online research. E-commerce is the fastest-growing channel, supported by improved delivery infrastructure and frequent promotional campaigns that extend reach into smaller cities and rural areas. Looking ahead, high-end skincare, fragrance and sun care are expected to drive incremental gains, with marketing scale and digital engagement reinforcing the advantage of international players, while domestic brands sustain relevance through established trust and competitive pricing.
Offering a deep dive into the beauty and personal care industry in Bulgaria, this report – updated in 2025 – features market data from 2020 onward and projections to 2030. It equips professionals with actionable insights based on a robust data foundation for strategic assessment and planning.
What’s Inside the Report
Annual market size figures expressed in (Units/USD), spanning 2020 to 2030. The dataset includes both historical actuals and forecasts, along with CAGR calculations for historical and projected periods.
Market Segmentation
The Bulgaria beauty and personal care market is categorized into the following segments:
Product type – e.g., bath and shower products, color cosmetics, deodorants, depilatory products, hair care products, men’s grooming products, oral care, perfumes and fragrances, skin care products, sun care products
Price range – e.g., mass beauty and personal care products, premium beauty and personal care products
Consumer group – e.g., adult, baby/child
Packaging type – e.g., glass bottles, metal cans and bottles, paper containers, rigid plastic containers, stand-up pouches
Distribution channel – e.g., beauty stores, convenience stores, direct selling, discounters, e-commerce, hair salons, hypermarkets, personal care stores, pharmacies, small grocery stores, supermarkets, others
Macroeconomic & Demographic Indicators
Supporting context includes:
Total population
Consumer Price Index (CPI)
Gross Domestic Product (GDP)
Per capita consumption
Consumer spending as a percentage of GDP
These variables enhance understanding of consumption potential and macroeconomic trends affecting the market.
Competitive Landscape: Market Share Analysis
This report presents market share figures for top companies operating in the beauty and personal care sector in Bulgaria, highlighting brand reach and competitive footprint. Notable participants include: AGIVA OOD, Aroma AD, Beiersdorf AG, Bilka Lifestyle Ltd., Colgate-Palmolive Company, cosnova GmbH, Coswell S.p.A., Coty Inc., Dr. Theiss Naturwaren GmbH, ERKUL KOZMETIK SAN. VE TIC. A.S., Ficosota OOD, Gr. Sarantis S.A., Gruppo Sodalis Srl, Haleon plc, Henkel AG & Co. KGaA, Kenvue Inc., Kiko S.P.A., LA RIVE S.A., Lavena AD, L’Oreal S.A., LVMH Moet Hennessy Louis Vuitton SA (LVMH), NAOS SAS, Natura & Co, Oriflame Cosmetics S.A., Pierre Fabre S.A., PUIG SL, Rosa Impex OOD, Rubella Beauty AD, Solvex Cosmetic Products Ltd., STADA Arzneimittel AG, The Estee Lauder Companies Inc., The Procter & Gamble Company (P&G), TRISA AG, Unilever PLC, Wella AG, Yatsen Holding Limited, Yves Rocher sa, etc.
This report delivers comprehensive market share data for key players in the total beauty and personal care market, complemented by segment-specific analysis for beauty and personal care products, mass beauty and personal care products, premium beauty and personal care products, baby personal care products, bath and shower products, color cosmetics, deodorants, depilatory products, perfumes and fragrances, hair care products, men’s grooming products, oral care, skin care products and sun care products categories.
Market share analysis covered in the report:
Bulgaria beauty and personal care products market share
Bulgaria mass beauty and personal care products market share
Bulgaria premium beauty and personal care products market share
Bulgaria baby personal care products market share
Bulgaria bath and shower products market share
Bulgaria color cosmetics market share
Bulgaria deodorants market share
Bulgaria depilatory products market share
Bulgaria perfumes and fragrances market share
Bulgaria hair care products market share
Bulgaria men’s grooming products market share
Bulgaria oral care market share
Bulgaria skin care products market share
Bulgaria sun care products market share
Why Choose This Report?
Designed as a concise, data-rich market snapshot, this report is ideal for stakeholders seeking timely, reliable, and strategic insights. Whether you’re an investor, operator, consultant, or supplier, the data-driven structure supports confident, evidence-based decision-making.
Request a redacted sample to preview the data structure and presentation quality before purchase.
Deliverables Include
Professionally structured PDF report
Full EXCEL databook with year-by-year figures and multi-dimensional segmentation from 2020 to 2030
Table of Contents
TABLE OF CONTENTS
Market Segmentation
Market Overview
Bulgaria Beauty and Personal Care Market – Product Type Analysis
Bulgaria Beauty and Personal Care Market – Price Range Analysis
Bulgaria Beauty and Personal Care Market – Consumer Group Analysis
Bulgaria Beauty and Personal Care Market – Packaging Type Analysis
Bulgaria Beauty and Personal Care Market – Distribution Channel Analysis
Company/Brand Shares Analysis
AGIVA OOD
Aroma AD
Beiersdorf AG
Bilka Lifestyle Ltd.
Colgate-Palmolive Company
…
Macroeconomic Data and Forecast
Research Methodology
Disclaimer
FIGURES AND TABLES
Table Bulgaria Beauty and Personal Care Market Size 2020-2030
Chart Bulgaria Beauty and Personal Care Market, Net Growth, 2020-2030
Chart Bulgaria Beauty and Personal Care Market, Growth Rates, 2020-2030
Table Bulgaria Beauty and Personal Care Market by Product Type, 2020-2030
Chart Bulgaria Beauty and Personal Care Market by Product Type, CAGR Historic and Forecast, 2020-2030
Chart Bulgaria Beauty and Personal Care Market by Product Type, 2020-2030
Table Bulgaria Beauty and Personal Care Market by Price Range, 2020-2030
Chart Bulgaria Beauty and Personal Care Market by Price Range, CAGR Historic and Forecast, 2020-2030
Chart Bulgaria Beauty and Personal Care Market by Price Range, 2020-2030
Table Bulgaria Beauty and Personal Care Market by Consumer Group, 2020-2030
Chart Bulgaria Beauty and Personal Care Market by Consumer Group, CAGR Historic and Forecast, 2020-2030
Chart Bulgaria Beauty and Personal Care Market by Consumer Group, 2020-2030
Table Bulgaria Beauty and Personal Care Market by Packaging Type, 2020-2030
Chart Bulgaria Beauty and Personal Care Market by Packaging Type, CAGR Historic and Forecast, 2020-2030
Chart Bulgaria Beauty and Personal Care Market by Packaging Type, 2020-2030
Table Bulgaria Beauty and Personal Care Market by Distribution Channel, 2020-2030
Chart Bulgaria Beauty and Personal Care Market by Distribution Channel, CAGR Historic and Forecast, 2020-2030
Chart Bulgaria Beauty and Personal Care Market by Distribution Channel, 2020-2030
Table Bulgaria Beauty and Personal Care Market Share (%), by Companies, 2020-2024
Chart Bulgaria Beauty and Personal Care Market, by Companies, 2024
Table Bulgaria Beauty and Personal Care Market Share (%), by Brands, 2020-2024
Chart Bulgaria Beauty and Personal Care Market, by Brands, 2024
Table Bulgaria – Population (Millions) and Forecast
Table Bulgaria – Consumer Price Index (CPI) and Forecast
Table Bulgaria – Gross Domestic Product and Forecast
Table Bulgaria Beauty and Personal Care Market: Spend as a Proportion of GDP (%)
Table Bulgaria Beauty and Personal Care Market: Consumption per Capita (Population)
Companies Mentioned
The companies featured in this report include:
AGIVA OOD
Aroma AD
Beiersdorf AG
Bilka Lifestyle Ltd.
Colgate-Palmolive Company
cosnova GmbH
Coswell S.p.A.
Coty Inc.
Dr. Theiss Naturwaren GmbH
ERKUL KOZMETIK SAN. VE TIC. A.S.
Ficosota OOD
Gr. Sarantis S.A.
Gruppo Sodalis Srl
Haleon plc
Henkel AG & Co. KGaA
Kenvue Inc.
Kiko S.P.A.
LA RIVE S.A.
Lavena AD
L’Oreal S.A.
LVMH Moet Hennessy Louis Vuitton SA (LVMH)
NAOS SAS
Natura & Co
Oriflame Cosmetics S.A.
Pierre Fabre S.A.
PUIG SL
Rosa Impex OOD
Rubella Beauty AD
Solvex Cosmetic Products Ltd.
STADA Arzneimittel AG
The Estee Lauder Companies Inc.
The Procter & Gamble Company (P&G)
TRISA AG
Unilever PLC
Wella AG
Yatsen Holding Limited
Yves Rocher sa